Bridging the gap between academia and industry: a social media case study

Eileen Conlan; K. McGowan; P. Balaraman; L. Fang

Bridging the gap between academia and industry: a social media case study

School of Business and Creative Industries

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

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Abstract

The social media operating environment is every changing, as such it is difficult for students to develop up to date theoretical knowledge and practitioner skills. Through a Management Knowledge Transfer Project (mKTP) with a new social media start-up company, a team of academics were able to create a real-time case study, offering business and marketing students tailored workshops and weekly interactions with industry, contributing to the development of the social media service. The academics followed the Theory – Application- Implication (TAI) framework.

Original language	English
Title of host publication	Proceedings of Academy of Marketing 2023 Annual Conference and Doctoral Colloquium: From Revolution to Revolutions, University of Birmingham
Editors	F. Kerrigan
Publisher	Academy of Marketing
ISBN (Electronic)	9781399958042
Publication status	Published - 2023
Event	2023 Academy of Marketing Conference - University of Birmingham, Birmingham, United Kingdom Duration: 3 Jul 2023 → 6 Jul 2023 https://academyofmarketing.org/am2023-conference/

Conference

Conference	2023 Academy of Marketing Conference
Country/Territory	United Kingdom
City	Birmingham
Period	3/07/23 → 6/07/23
Internet address	https://academyofmarketing.org/am2023-conference/

Keywords

social media pedagogy
practitioner skills
theoretical learning
case study
workshop design
module design

Access to Document

2023 05 11 Conlan et al Bridging acceptedAccepted author manuscript, 153 KB

Cite this

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title = "Bridging the gap between academia and industry: a social media case study",

abstract = "The social media operating environment is every changing, as such it is difficult for students to develop up to date theoretical knowledge and practitioner skills. Through a Management Knowledge Transfer Project (mKTP) with a new social media start-up company, a team of academics were able to create a real-time case study, offering business and marketing students tailored workshops and weekly interactions with industry, contributing to the development of the social media service. The academics followed the Theory – Application- Implication (TAI) framework.",

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publisher = "Academy of Marketing",

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note = "2023 Academy of Marketing Conference ; Conference date: 03-07-2023 Through 06-07-2023",

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Conlan, E , McGowan, K , Balaraman, P & Fang, L 2023, Bridging the gap between academia and industry: a social media case study. in F Kerrigan (ed.), Proceedings of Academy of Marketing 2023 Annual Conference and Doctoral Colloquium: From Revolution to Revolutions, University of Birmingham. Academy of Marketing, 2023 Academy of Marketing Conference, Birmingham, United Kingdom, 3/07/23.

Bridging the gap between academia and industry: a social media case study. / Conlan, Eileen ; McGowan, K.; Balaraman, P. et al.
Proceedings of Academy of Marketing 2023 Annual Conference and Doctoral Colloquium: From Revolution to Revolutions, University of Birmingham. ed. / F. Kerrigan. Academy of Marketing, 2023.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

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KW - module design

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Bridging the gap between academia and industry: a social media case study

Abstract

Conference

Keywords

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